Designing for Emotion

Design 101Jason Putorti

Lead Designer, mint.com

Follow me @novaurora

Monday, November 2, 2009

What is design?

Design isn’t decoration

“What is design? It begins with ideas--ideas based in purpose. It requires a plan or a process. It yields innovation, invention or creation. It is successful if it elicits response--attention, desire, interaction or purchase.”

Joe Duffy

Design is communication

Design is a process

Why Design Matters

Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy.

Putting consumers and the product at the center of the equation is fundamental to a brand's success.

“[Design is] proof of a company's commitment to people and to innovation.”

Marc Gobé

Early adopter love

"Design is the message. It helps us communicate our strong point of difference. What you say is not as

believable as what you show."

Stig Gustavson

We’re in an emotional economy

People act on emotion

Then back it up with reasoning (maybe)

Design is a tool to affect emotion

“A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward.

In an emotional economy, success is judged by a profound and indelible connection with people through sensory experiences.

By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations.

No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust.

The best brands of all jam with their consumers to invent and imagine ideas designed for the future.”

Marc GobéAuthor of Emotional Branding

No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust.

Emotion brand

A brand is not your name

A brand is not your logo

A brand is a personality

Brand is how you feel

P O W E R E D b y S E R V I C E™

How can I apply all this to my startup?

Trust is an emotion, affected with design

Create a relationship through interactions

Evoke emotion by being unforgettable

Every interaction is+ or – to brand

Shipping upgrade from Zappos +1

“Tell your friends” email –5

US Airways lost my bags –50

First Mover Advantage

Design wins

Match the aspirations of your

How mint.com did it

Engineering-first

Design-first

A designer shouldn’t ‘skin’ the interface

A designer should solve the problem

Be the opposite of the competition

Them Us

Colors Red Green

ImageryStock art of

peopleIt’s the product,

stupid

FeaturesLots,

complex UXSimple,

automatic

SetupLots of steps,

friction< 5 minutes

Products 11 1

Design for tasks

Is it good for the user?

Make experience delightful

Show important infohide the rest

Get away from the computer

Our Big Problem

I need your bank passwords.Trust me.

Solution:Be beautiful

Don’t apologize for it

Don’t think of an elephant

Make it a benefit

Be approachable

Overwhelming return

Delight the user when they’ve done

what you want

We focused on experience start to

finish

Designing for Emotion

designer shouldnt

emotional

bringing solutions

business strategy

designed product

pr message

rst monday

boring product

Design

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